2021/2022 INN3035/1 Brand Management and Innovation Læringsutbytte Upon successful completion of the course, the student will have achieved the following learning outcomes: Knowledge The student can describe central theories for developing and managing brands explain the function of brands for companies and consumers identify various methods for measuring brand value summarize current trends and newer research in the brand management field. can discuss different perspectives on innovation and their relation to branding theories has thorough knowledge of how innovation and brand management (theories & praxis) relate to each other Skills The student can collect necessary information to perform a structured analysis of a brand («brand audit») using correct theories and terminology can evaluate firms strategic brand decisions, use of brand elements, brand associations and positioning can recommend feasible growth strategies, inclusive strategies for brand extensions combine theories of innovation and brand management in discussions and analysis General competence The student masters scholarly insight using English, written and orally can view brand management in context with other strategic and tactical business decisions understands the mutual influence between brand management and innovation Innhold The students will become familiar with central issues, theories and models within brand management and innovation. Brand building, including measuring brand value and analysis of brand positioning. Composition of brand loyalty and how consumers perceive brands, and use brand knowledge in the decision process Brand associations, brand identity and establishing brand resonance. The role of Innovation in brand management. Arbeids- og undervisningsformer Lectures, seminars, individual and group work with mandatory hand-ins and presentations, independent study.Students are expected to attend weekly classes on campus and to take active part in the classes. Expected workload in the course is 187,5-225 hours (according to ECTS-standard). Obligatoriske krav som må være godkjent før eksamen kan avlegges Group presentation of outline for group project. Eksamen Written group project (exam) in group of 3-5 students – Counts 45% of final grade Three hours written exam under attendance - Counts 55% of final grade The exam must be answered in English.On group examinations, all group participants are collectively responsible for all content.Both exams must be passed to receive a final grade. The performance will be evaluated by letter grade, A-F, where E is the lowest passing grade. Tillatte hjelpemidler til eksamen Group project: All. Written exam under attendance: None.